How Fendi found its unique style
Fendi is a famous Italian fashion company. Its main focus was on fur and leather products for a long time. Later, it expanded to include accessories and perfumes. The fashion house is part of one of the largest fashion conglomerates, LVMH.
The brand’s story began in 1925 when Eduardo and Adele Fendi decided to open their shop in Rome. There, they sold furs and handbags designed by themselves. The boutique quickly attracted the attention of fashionistas and became a meeting place for the city’s elite. Gradually, Fendi’s fame spread beyond Rome, and the business increased. However, the Second World War damaged the company’s prosperity.
When the war ended, the couple set about rebuilding the company. They enlisted their five daughters to help, and things began to take off. The family business began to take off. The company soon regained a leading position in the premium goods sector. Gradually, the company grew into a well-known manufacturer of high-quality goods.
A new stage in Fendi’s development
As time passed, the parents retired, and the daughters took over the company’s management. In 1952, the young designer Karl Lagerfeld joined the company. He brought the style that distinguishes the brand from its competitors to Fendi. Lagerfeld introduced a new technology for processing fur, significantly diversifying the products. Fur became an element of various models, combining it with other fabrics and components. The brand also showed the world that fur was no longer the exclusive prerogative of the rich. It is an opportunity to experiment with style and creativity. In addition to the technology of processing the material, Lagerfeld designed the brand’s logo in the form of a double letter F.
It is worth noting that the company has not confined itself to fur. It significantly expanded its product range to include:
– travel accessories;
– new models of bags, including handmade bags;
– a collection of prêt-a-porter items.
In the 1970s, the company introduced a line of perfumes, and in 1987, the Fendissime youth line was launched. After two years, the brand began to sell men’s clothing. In addition to the products mentioned above, the company now produces eyewear, shoes, household goods, and more.
At the same time, the brand actively expanded its presence in other markets. In 1989, the first Fendi store opened in the United States.
One of the brand’s main products is the Baguette bag. Its design was developed in 1997 by Sylvia Fendi, the company’s creative director. The accessory quickly became a favourite among fashionistas, and many celebrities wore the Fendi Baguette, making it one of the most copied products in the world.
